Decoding Google Business Profile Suspensions: Key Factors Leading to Google Business Profile Suspension Instances

Patrick McFadden

Maintaining a robust online presence through your Google Business Profile (GBP) is vital for the success of your business. However, there are specific factors that can lead to Google Business Profile Suspension, impacting your online visibility and credibility.


In this article, we will delve into the primary reasons that may result in Google Business Profile Suspensions and explore strategies to navigate and prevent such instances.

Address is a PO Box, UPS Mail Store, Virtual Office, or Other False Address

A leading cause of Google Business Profile Suspensions is the provision of false or inaccurate information. Upholding transparency is essential, and any attempt to misrepresent your business details, including location, contact information, or offered services, can trigger Google Business Profile Suspensions.


Google enforces strict guidelines regarding the eligibility of addresses for Google Business Profiles. Some of the most commonly violated rules pertain to the use of:


  • A P.O. Box address.
  • A UPS Box address.
  • An address associated with a virtual office or co-working space.


It's important to note that none of these types of addresses are permitted. However, there is a rare exception for a co-working space address, provided you satisfy the following criteria:


  1. You rent a dedicated office within the co-working space.
  2. The location features permanent signage.
  3. You are able to meet with customers at this location.
  4. The office is consistently staffed during business hours. This means either you or your employees must be present. It's worth mentioning that co-working staff do not qualify as your employees in this context.

Examples to illustrate the proper and improper use of addresses for Google Business Profiles

Proper Use of Dedicated Office in a Co-Working Space: Improper Use of UPS Box Address:
Meet Alex, a startup entrepreneur running a digital marketing agency. To establish a professional business presence, Alex rents a dedicated office within a co-working space that caters to businesses. His office features clear and permanent signage, allowing clients to easily locate his business. Alex conducts client meetings at his co-working space, and he ensures that either he or his team is present during business hours to provide assistance. In this case, Alex's utilization of a co-working space address aligns with Google's guidelines. Consider Emily, a small e-commerce business owner. In an attempt to separate her business mail from personal mail, Emily decides to use a UPS Box address as the location for her Google Business Profile. However, this violates Google's guidelines, as the use of UPS Box addresses is not allowed. Unlike a physical office, a UPS Box lacks the necessary criteria for a valid business address, such as a dedicated space and the ability to meet with clients. Emily's choice of a UPS Box address would lead to non-compliance with Google's address guidelines.
Proper Use of Co-Working Space Address: Improper Use of Virtual Office Address:
Meet Sarah, a freelance graphic designer. She decided to rent a dedicated office space within a reputable co-working facility. Sarah ensures her office has permanent signage, making it easily identifiable. She uses this co-working space to meet with clients, and either she or her assistant is always present during business hours to attend to any inquiries. In this scenario, Sarah's use of a co-working space address aligns with Google's guidelines. Now, let's consider John, a small business owner. Seeking a prestigious business address, John subscribes to a virtual office service without having a physical office. He lists this virtual office address on his Google Business Profile, despite not meeting the necessary criteria. John does not have a dedicated office space, lacks permanent signage, and cannot meet clients at this address. Consequently, John's use of a virtual office address violates Google's guidelines.

Reports of Violations on your GBP

User reports play a crucial role in identifying and addressing policy violations. Receiving multiple reports of misconduct, such as spamming, offensive content, or fraudulent activities, heightens the likelihood of Google Business Profile Suspensions.


Regularly monitor and promptly address customer feedback to maintain a positive online reputation.

Association of GBP account with other suppressed listings

Associating your business with other listings that have faced suppression or penalties can negatively impact your GBP. Google aims to provide trustworthy information, and any connection with compromised listings may lead to Google Business Profile Suspensions. Keep your business associations clean and reputable.

Reports of Review Gating

Reports of manipulating reviews through review gating can lead to Google Business Profile Suspension. It is essential to encourage honest reviews and avoid any practices that manipulate or selectively filter them.

What is Review Gating? Here's an Review Gating Example

Let's consider a home service business owner named Alex who specializes in plumbing. Alex, eager to enhance the online reputation of his business, decides to implement a strategy known as "Review Gating."


After completing a plumbing service for a homeowner, Alex follows up with a thank-you email or text expressing gratitude for choosing his plumbing services. In this message, Alex presents two distinct options for the customer:



  • Option A: "If you were satisfied with our plumbing services, please click here to leave a review on Google."
  • Option B: "If you encountered any issues or have concerns, please share your feedback with us privately by clicking here."


In this way, Alex is employing Review Gating by directing customers with positive experiences to leave public reviews on his Google Business Profile while redirecting customers with potential negative feedback to an internal feedback system.


However, it's crucial to note that Google explicitly discourages Review Gating as it goes against their policies. Google emphasizes creating an open and unbiased space for customers to share their experiences, irrespective of whether the feedback is positive or negative. Violating these guidelines may result in consequences, such as the suspension of the Google Business Profile. Businesses are encouraged to seek genuine, unfiltered feedback to maintain transparency and credibility online.

Site Hacked / Presence of Malware

Security threats, such as a hacked website or the presence of malware, pose significant risks to users. Google takes such threats seriously, and if your GBP is associated with a compromised site, it may result in Google Business Profile Suspensions. Regularly update and secure your website to mitigate security risks.

Presence of Other Profiles in the Same Category at the Same Address

Having multiple business profiles in the same category at the same address may violate Google's guidelines, potentially resulting in Google Business Profile Suspension. Ensure clarity and uniqueness in your business representation.


Google generally frowns upon businesses sharing the same address or phone number, with exceptions made for situations like office buildings, malls, or car dealerships with separate service or car repair businesses.


This rule is primarily in place to prevent scenarios such as:


  • home-based businesses creating multiple Business Profiles at their home address
  • a single business establishing more than one business at a single location.


A recent case on the Google Business Profile Help Forum highlighted this issue. A landscaper had set up a Google Business Profile for his landscaping business, operated from his home. Subsequently, he created another profile for a seemingly separate venture - a sod-laying business. However, laying sod is inherently part of landscaping.


He was puzzled as to why the new sod-laying Business Profile got suspended. It became apparent, both to me and to Google, that this individual was attempting to manipulate the system by creating two GBPs at the same address, likely with the aim of boosting his rankings.


A more appropriate approach would have been to add "sod supplier" as a category to his existing landscaping Business Profile.


Google's intention is to discourage the practice of setting up multiple Business Profiles to gain higher rankings, aiming for a fair and transparent representation of businesses on the platform.

Reports of Fake Reviews on your GBP

The presence of fake reviews on your GBP can trigger suspension. Ensure that reviews are genuine and reflect real customer experiences to maintain the integrity of your profile.

Keyword Stuffing in GBP Business Name

Keyword stuffing in your business name on GBP violates guidelines and can lead to Google Business Profile Suspension. Stick to your actual business name to maintain compliance.

Presence of Multiple Profiles with Same Phone Number

Having multiple profiles with the same phone number may raise concerns and lead to Google Business Profile Suspension. Ensure that each business profile has a unique and valid phone number.

Example of the presence of multiple Google Business Profiles (GBPs) with the same phone number 

Business A: Business B:
Business Name: Alex's HVAC Repair Business Name: Alex's Plumbing Solutions
Phone Number: (555) 789-1234 Phone Number: (555) 789-1234
Category: Heating, Ventilation, and Air Conditioning Category: Plumbing Services

Receiving Too Many Google Reviews Too Fast

Rapidly accumulating reviews may be flagged as suspicious behavior, potentially resulting in Google Business Profile Suspension. Foster a natural pace of reviews to avoid triggering Google's algorithm.

Google Business Profile Suspensions Wrap Up

While maintaining a Google Business Profile is crucial for online visibility, it comes with responsibilities. By avoiding false information, ensuring accuracy, addressing user concerns promptly, and maintaining a secure online presence, you can minimize the risk of Google Business Profile Suspensions.


Additionally, being aware of and steering clear of the mentioned suspension factors will help you safeguard your online reputation effectively. Regularly review and adhere to Google's guidelines to ensure a positive experience for both your business and its customers.

Big News: Google LSA Ads Update Opens New Opportunities for Remodeling Contractor Marketing

By Patrick McFadden • January 13, 2025
Discover how Google’s LSA update impacts kitchen & bathroom remodeling marketing. Learn SEO tips to attract leads and boost visibility in Richmond VA & beyond.

The Future of Marketing and Selling May Not Be To Humans But AI Agents

By Patrick McFadden • January 9, 2025
For years, the focus of marketing and sales has been to appeal directly to human customers—to connect emotionally, build trust, and ultimately close the deal. But the rules are changing, and small businesses need to be aware of a massive shift on the horizon: the rise of AI agents as decision-makers. At first, this may sound like science fiction. After all, aren’t people the ones making purchases? But the reality is that artificial intelligence (AI) is quickly becoming the gatekeeper for consumer and business decisions. Understanding this shift is critical for small businesses, as it offers both challenges and opportunities. Let’s dive into what’s happening, why it’s happening, and how your small business can prepare. What Are AI Agents? AI agents are advanced technologies designed to handle complex tasks for consumers. They don’t just provide recommendations—they make decisions. Think of an AI agent as a virtual assistant that interprets your needs, evaluates options, and executes the best solution on your behalf. Here’s a simple example: You might tell your AI assistant, “Find me a hotel near Central Park for two nights within a $1,000 budget.” In response, your AI: Searches available hotels. Compares prices, reviews, and amenities. Books the best option without you needing to lift a finger. For the consumer, it’s all about convenience. For businesses, however, it changes the game: your target audience is no longer just the human buyer—it’s the AI agent. Why Is This Happening? Convenience for Consumers Consumers want faster, easier, and more reliable decision-making. With so much information available, the process of comparing options can be overwhelming. AI agents streamline this process by narrowing down choices and delivering results that align with the consumer's preferences. AI’s Superior Decision-Making AI can process far more data than a human ever could. It evaluates everything from price and reviews to proximity and availability, all in seconds. This allows it to make decisions that are more informed and objective. Consumer Trust in AI As AI becomes more sophisticated, people are increasingly comfortable delegating decisions to their virtual assistants. Trust is shifting from brands directly to the AI agents that curate and recommend those brands. Simple Examples of AI in Action Small businesses are already seeing AI at work in various industries. Here are a few scenarios to illustrate what’s happening: Travel and Hospitality A traveler asks their AI assistant to book a flight and hotel for a weekend getaway. The AI evaluates options, finds the best deals, and books everything. The business that optimizes its data for AI discovery wins the booking. Retail A customer needs a pair of running shoes. Their AI searches for shoes with great reviews, the right size, and quick delivery. It bypasses generic search results and goes straight to businesses with clear, accessible product data. Healthcare A health app uses AI to evaluate symptoms and recommend over-the-counter solutions. Pharmacies with optimized digital listings and relevant information are prioritized by the AI. Home Services A homeowner asks their AI, “Find me a plumber near me with 5-star reviews who can come today.” The AI scans local listings and books the business with the most reliable and visible online presence. What This Means for Small Businesses The shift to AI-driven decision-making has huge implications for small businesses. Here’s what you need to know: 1. Your Audience is Changing You’re no longer marketing solely to human buyers—you’re marketing to the AI agents making decisions on their behalf. These agents prioritize structured data, transparent pricing, and measurable value over emotional branding. 2. Local SEO Becomes More Critical AI agents rely heavily on local search data. If your business isn’t optimized for local SEO —clear location details, accurate business hours, and positive reviews—you’ll be invisible to AI. Need help with your local SEO? Get in Touch. 3. Quality Data Wins AI thrives on structured, high-quality data. If your service descriptions, product descriptions, pricing, and availability aren’t clear and accessible, AI will skip over your business in favor of competitors who have optimized their data. Check out this article so AI doesn't skip over your business. "5 Must Have Elements of Service Area Pages" 4. Proximity Matters For many services, AI prioritizes businesses that are physically closer to the consumer. This is especially true for industries like home services, healthcare, and retail. Small businesses can capitalize on this by focusing on hyper-local SEO strategies. 4a. For Service Area Businesses, Precision is Key For service area businesses (SABs)—those that don't operate from a fixed location but serve customers within specific geographic regions—AI's prioritization mechanisms work differently compared to location-based businesses like retail stores or offices. Instead of prioritizing physical proximity alone, AI evaluates the clarity and accuracy of your defined service area. This is especially critical for industries like commercial cleaning, plumbing, pest control, HVAC, or mobile health services. Learn more about - 5 Steps: Local SEO for Service Area Businesses AI agents rely on several key factors, including: Accurate and detailed information about your service area. Keywords that highlight your services and locations. Social proof, such as reviews, ratings, and testimonials. Content that directly connects to your service area, like localized blog posts or FAQs. The accuracy and consistency of your listings on platforms like Google Business Profile. Quick response times to inquiries. A well-optimized website with clear navigation and mobile responsiveness. Integration of AI-friendly tools like chatbots to provide instant information to users and demonstrate efficiency. An active presence on local social media channels to further enhance visibility and engagement within your service area. By optimizing these elements, service area businesses can enhance their visibility and ensure AI agents prioritize them for local searches. 5. The Playing Field is Leveling While it may seem daunting, this shift levels the playing field for small businesses. Unlike traditional advertising, where big budgets dominated, AI prioritizes data quality and relevance—areas where small businesses can shine. How to Prepare Your Service Based Business for an AI-Driven World Here’s how you can start positioning your business to succeed in an AI-driven world: 1. Optimize for Local Search This step is even more critical for service-based businesses, especially those operating in specific geographic areas (like commercial cleaning, plumbers, HVAC companies, and remodel services). Focus on hyper-local SEO by including business districts, neighborhoods, zip codes, and cities you serve in your website content and Google Business Profile. Add a "service areas" page to your website to clarify where you operate. Encourage reviews that mention specific services and locations to boost credibility in local searches. Use geo-targeted keywords like “emergency cleaning services in Dallas” or “24-hour plumbing in Brooklyn.” 2. Provide High-Quality Data For service-based businesses, this means being very clear about what you offer and where : Use structured data to outline services , pricing estimates, and FAQs. Include service-specific keywords in descriptions, such as "drain cleaning" or "roof repair." Add before-and-after photos , case studies, or examples of completed projects to help AI and potential customers understand your expertise. Create mobile-friendly booking forms for easy service requests. 3. Focus on Trust and Transparency Service-based businesses rely heavily on customer trust because most services are provided on-site or involve direct customer interaction. Highlight safety measures , certifications, and background-checked employees to build confidence. Share detailed testimonials or video case studies that walk through successful projects. Be transparent about response times , pricing structures, and warranties for services. Add "Meet the Team" pages to introduce key staff or technicians, humanizing your business and building rapport. 4. Target AI-Specific Needs AI-driven search is increasingly intent-based , meaning it focuses on what customers are looking to achieve (e.g., “find a reliable roofer near me”). Service-based businesses can target this effectively by: Optimizing for voice search (e.g., "Who fixes water heaters in Austin?"). Using conversational language and FAQs that match natural language queries. Structuring content to answer specific questions like "How much does roof repair cost?" or "How long does an AC repair take?" 5. Embrace AI Tools Service-based businesses can benefit greatly from AI to improve operational efficiency: Use AI-powered scheduling tools to let customers book appointments automatically. Implement chatbots to handle inquiries about availability, pricing, and service areas. Leverage AI analytics to predict seasonal demand spike s (e.g., higher calls for HVAC repairs in summer). Adopt AI-enabled CRMs to track customer preferences and improve follow-up communication. The Opportunity Ahead While the rise of AI agents might seem like a challenge, it’s also a massive opportunity for small businesses. By optimizing your digital presence, focusing on transparency, and understanding how AI evaluates options, you can position your business to thrive in this new era. Remember: AI agents aren’t just replacing human decision-making—they’re enhancing it. By meeting AI on its terms, you’re not just staying relevant—you’re setting yourself up to win in the future of business. So, take a look at your business today. Is your data accessible? Is your local SEO in place? Are you ready to meet the needs of AI agents? The future is coming fast, and the time to prepare is now. Need Help? My marketing firm, Indispensable Marketing, provides a step-by-step strategy and implementation process tailored for service-based businesses with revenues between $750,000 and $7 million. We help optimize local SEO, craft trust-building content, and create scalable marketing processes that deliver measurable results . From foundational setup to growth-focused tactics and amplification strategies, our approach ensures clarity, confidence, and long-term success in your marketing efforts. Get in Touch

The Missing Ingredient for Small Business Marketing in 2025: Leadership, Not Tactics

By Patrick McFadden • January 9, 2025
As we approach 2025, the changes in the business landscape are going to be significant, and many companies are already feeling the pinch. If you’re one of those business owners who’s noticing a decline in leads or a drop in website traffic, you’re not alone. Something is happening in the market, and businesses are beginning to see the winners and losers emerge.  But here's the critical thing : the reason many businesses fall behind is not because they lack tactics—it’s because they lack marketing leadership. Why Marketing Leadership Matters I’ve worked with many small businesses over the years, and one thing is crystal clear: most marketing failures stem from a lack of leadership. It’s easy to get caught up in the latest marketing tactics or rush into hiring a marketing agency, but without a clear leadership strategy guiding your efforts, you’re just throwing darts at the wall. Your marketing activities might be disconnected, ineffective, and lack the cohesion that makes them truly impactful. Marketing leadership is the key to taking a business from spinning its wheels to driving real, measurable growth. Whether you have internal marketing hires, work with an agency, or manage things yourself, someone needs to own the strategy and ensure marketing activities aligns with the company’s overall growth goals. This is what I call the missing ingredient in many businesses—marketing leadership. The Three Pillars of Marketing Leadership Strategy Thinking First: It’s not just about tactics; it’s about understanding where you’re going and how you’re going to get there. This means developing a clear marketing strategy that aligns with your brand’s core identity, including who you are promising to help (ideal customers) , what problems you are promising solve for them, and how your images, metaphors, colors, words, look and feel, dress, attitude, networks, consistency represents its promises. Once the strategy is defined, you’ll know exactly where to invest your resources and which marketing channels will move the needle. Fixing the Foundations: Before you get fancy with campaigns, you need to fix the fundamentals. This means ensuring your website is a trust-building workhorse , your messaging is aligned with your ideal customer’s needs , and your content is educational and building credibility . When you have a strong foundation, every marketing effort you put forth will be more effective. Building a Repeatable Process: A solid marketing process isn’t just about running ads or posting on social media; it’s about creating a machine that works long term. This process needs to generate consistent leads, build your brand, and retain customers. A marketing leader will help you build this process, ensuring it’s repeatable, scalable, and aligned with your business’s growth objectives. Marketing Leadership as a Service: The Future of Small Business Marketing What I’m seeing—and what I believe is the future—is that agencies need to step up and offer something beyond just execution. Instead of acting as subcontractors who only perform tasks, they need to take on the role of general contractors overseeing and managing the entire marketing process. Marketing leadership as a service is about providing that strategic oversight and ensuring everything aligns with the business’s long-term goals. Think of it this way: AI may be taking over certain tactical tasks, but it’s not going to provide leadership. That human touch—the ability to analyze, strategize, and lead—is what will differentiate the winners from the losers in the coming years. Businesses will need marketing support who can step in, assess the situation, create a roadmap, and then help execute that vision. The First Step: Are You Ready? In 2025, marketing leadership will be the key to success for small businesses. It’s not about doing more; it’s about doing the right things in the right order. If you haven’t embraced marketing leadership yet, now’s the time to make that shift and set your business up for long-term success. Final Thoughts It’s easy to get distracted by the shiny new marketing tactic of the week, but without a clear strategy and leadership in place, it’s hard to see real, lasting results. This year, make it a priority to focus on marketing leadership as the core of your growth strategy. The businesses that do this will be the ones that rise above the competition in 2025 and beyond.
More Posts
Share by: